Congratulations on setting up your cannabis business. Indeed, your decision to invest in this largely untapped industry couldn’t have come at a better time.
Over the past couple of years, we’ve witnessed a growing number of research findings suggesting that cannabis could be more medically beneficial than previously thought. Most relevant authorities have responded by relaxing their punitive regulations on the acquisition and use of cannabis-based products. That means if there was ever a time to take a leap into this industry, that time is now.
But as with any venture, you must allocate sufficient human and capital resources towards marketing your cannabis business. And since most cannabis customers are online shoppers, it’s only logical that you’ll also need to raise awareness of your brand digitally. That will require you to learn a few digital marketing concepts and leverage them to outpace your competitors. SEO is one such marketing technique.
But What Is SEO?
SEO is an acronym for Search Engine Optimization, which refers to the process of influencing the visibility of a website on major search engines. In the case of cannabis, SEO is basically the process of affecting the rankings of a cannabis-related website on search engines.
Now, if you enter a generic search phrase like ‘cannabis store near me’, you’ll realize that some websites appear higher in SERPs (Search Engine Result Pages). That doesn’t happen by default. Instead, those cannabis companies whose websites rank higher on SERPs must have invested in additional SEO marketing techniques to achieve those prestigious positions.
Also, remember that rankings on SERPs are dynamic. One day, you could be enjoying an influential position on search engines and the next day, your website might not even feature among the top 10 SERPs. Therefore, cannabis SEO marketing is a continuous process.
The following are the top six actionable SEO marketing tips that will help you launch your cannabis business into greater heights.
1. Create a Google Business Profile
You’ve just opened a business, so the best thing you can do is give it a professional look. When you create a business profile with Google, which is the world’s leading search engine, Google will automatically capture the most crucial information pertaining to your business. Those range from your name to your address, contact information, etc.
After indexing your information, it will become a lot easier for people searching for cannabis-based products in your area to locate your company. Besides, having a listing in the world’s top online directory goes a long way in adding a professional touch to your cannabis business.
2. Add Your Business to Directory Listings
Creating a profile with Google My Business isn’t enough. You must go a step further and register your company with popular directories, such as Local, Yelp, and YellowPages.
The best thing about having a presence on these directories is that they not only increase your online visibility, the sites also use high-quality outbound links to your website. Through these links, your company website registers high traffic, which is a significant element that search engines use to rank sites.
3. Leverage the Power of Social Media
Social media presents three main advantages as far as promoting your cannabis business is concerned. First is the fact that the platforms allow you to market your products and services free of charge. As long as you’re logged on your social media handles, you can seamlessly raise awareness of your offers without incurring any significant cost.
Next is the benefit of maximum visibility, which aptly fits within the concept of SEO. Research on global social network users suggests that as of 2018, there were more than 2.6 billion active social media users. While not everyone on social media is actively looking for cannabis products, it doesn’t hurt to leverage this vast marketplace of potential clients.
Another major advantage of promoting your cannabis company online is that there are plenty of platforms to experiment with. Those range from Facebook, Twitter, Instagram, Snapchat, YouTube, Google, and many more.
4. Blog about Your Products
If you already understand the benefits of social media marketing for your cannabis business, you’ll find it even easier to appreciate the role of blogging about your products. Optimized blogging is the preferred method. This is where you give due consideration to the keywords that are most relevant to your company and products.
Besides optimizing your blog posts, you must also ensure posts are authoritative, relevant, and reliable, as Google search rankings heavily depend on these elements. Your blogs should come across as more informative than promotional. Keep your readers engaged by appealing to their pain points. For instance, you could highlight topical issues around the cannabis industry, as well as touch on emerging trends while debunking the common myths associated with cannabis.
Keeping the content informative and engaging is the surest way of preventing bounce rates and possibly having your readers convert into leads.
5. Include Your Contact Info
When it comes to cannabis SEO, websites with contact information rank higher on SERPs. Therefore, always include your company’s address, phone number, city, state, and country in your social media platforms and blogs.
Google and other search engines use this information to rank your website among the top SERPs for cannabis-related searches that originate from your region. Not only does including contact information help with SEO, but it also makes you more accessible to your clients.
6. Use The Right Keywords
This may sound obvious, but many cannabis businesses often skimp on it. Using the right keywords doesn’t mean populating your home or landing pages with the same search terms. That may amount to keyword stuffing and attract penalties from Google. After settling on the keywords to work with, come up with a few keyword variations and sprinkle those throughout your blog posts and web content.
Also, insist on long-tail, geo-specific keywords as opposed to generic ones. For instance, instead of saying “we offer cannabis gummies,” you can try “we offer high-quality, affordable cannabis gummies in Boston, MA.”
Cannabis SEO marketing is easier than you think. But to pull a stellar marketing campaign, you’ll need to enlist the services of SEO specialists in your area.
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